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Branding From The Inside Out
 

Branding From The Inside Out

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Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our ...

Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.

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    Branding From The Inside Out Branding From The Inside Out Presentation Transcript

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      Clarity – Commitment – Communication
      Confidence – Culture - Customers
      Branding from the Inside out
      1
    • a lot of people are talking about branding these days ...
      believe me, I know something about branding
      2
    • some people think it’s just putting your mark
      3
    • some people think it’s just putting your mark
      on somebody else’s backside
      Yowch!
      4
    • or making your logoreal fancy and sticking it on everything in sight
      5
    • or making your logoreal fancy and sticking it on everything in sight
      (sorry, Bessie)
      6
    • or making your logoreal fancy and sticking it on everything in sight
      (sorry, Bessie)
      you can dressthings up but ...
      7
    • Other people think it’s just a bunch of talk.
      8
    • Most people can tell when it’s bull.
      9
    • Most people can tell when it’s bull.
      Snort.
      10
    • branding is a whole lot different than all those things
      11
    • branding is a whole lot different than all those things
      It’s an old-fashioned promise
      12
    • So it’s nothing new really.
      13
    • “Don’t you worry about us. We’ll say what we do anddo what we say each and every time you do business with us which we hope you’ll do often because we have thebest people ready to serve you and we really want to do right by you. You can just come to uswithout considering anyone else because we’ll always make it agood experience and if for some reason it’s not we’ll fix it because we really, really, really value your loyalty and we just don’t even want you to give a moment’s notice to anyone else who does anything remotely like what we do. But no one does.”
      So it’s nothing new really.
      Just a short way of saying,
      14
    • here’s the guts of the whole thing
      you have to brand from the inside out
      (now don’t get squeamish on me)
      15
    • that means your people inside
      keep the promises you make to your customers outside
      16
    • Your people have to get it.
      They have to think, act and feel your brand.
      17
    • no one can just hang around and chew their cud
      18
    • Getting’ hold of those hands, minds and hearts means
      you gotta make sure employees experience the brand themselves.
      look at ...
      19
    • training
      continuous learning
      pay
      recruiting
      orientation
      benefits
      career opportunity
      incentives
      the work
      performance feedback
      recognition
      inspiration
      technology for communicating
      20
    • So how do you do this branding thing?
      (glad you asked)
      21
    • 6 of ‘em
      C
      A cows favorite letter, of course
      22
    • C
      larity
      That’s takin’ stock ...
      23
    • now hold on there cowboy
      put that back!
      24
    • now hold on there cowboy
      put that back!
      we mean figuring out what you’re about
      mission, vision, values , goals...
      that sort of taking stock
      25
    • C
      ommitment
      You have to keep at it
      26
    • people might say ...
      27
    • Ppppffffftttttttttttttttttttttt!
      That’s a bunch of hooey!
      28
    • So the guy with the pick-up truck and the big hat has to go for it
      (That’s you Boss!)
      and someone has to figure what it means at the feedin’ trough
      (That’s the rest of you)
      29
    • Why, the Harvard Business Review says that branding helps...
      fetch premium price
      get new customers and keep ‘em coming back
      bring great employees into the herd and corral ‘em for a career
      those figurin’ guys will like that
      30
    • C
      ommunication
      buzz in the barnyard...
      31
    • C
      onfidence
      “Steer” em all to Be The Best
      32
    • C
      ulture
      We’re talkin’ more than cheese here
      33
    • tell your stories
      celebrate your heroes
      show your ribbons
      34
    • C
      ustomers
      We don’t milk em!
      35
    • The way you express the promise is
      Personality
      36
    • The way you express the promise is
      Personality
      The way you keep the promise is
      Performance
      37
    • branding will reveal your unique personality
      38
    • Nobody can do it like ewe.
      39
    • Let’s go now girls
      Can we talk about Watson Wyatt now?
      C’mon, honey, let’s go!
      But these are such nice people ...
      Thanks for listening.
      40
    • Rod Brooks
      V.P. and Chief Marketing Officer, PEMCO Insurance
      Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com
      PEMCO
      INSURANCE
      Thanks to our friends at:
      41